HARYANTO, ALDO (2021) PENGARUH PROMOSI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DALAM PEMBELIAN MOTOR YAMAHA NMAX (Studi kasus DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research aims to identity the influence of Promotion, Price and Product Quality towards Consumer’s Purchase Decision to buying Yamaha NMAX. The subjects in this study were consumer who knows Yamaha NMAX product. The sample used in this study was 180 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Promotion has a significant & positive effect on Consumer’s Purchase Decision. Price has a significant & positive effect on Consumer’s Purchase Decision and Product Quality has a significant & positive effect on Consumer’s Purchase Decision. Keywords: Promotion, Price, Product Quality, Purchase Decision, Yamaha NMax, Automotive Penelitian ini untuk mengetahui pengaruh Promosi, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen dalam Pembelian Motor Yamaha NMAX. Subjek pada penelitian ini adalah konsumen yang mengetahui produk Yamaha NMAX. Sampel yang digunakan dalam penelitian ini adalah sebanyak 180 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Promosi berpengaruh positif siginifikan terhadap Keputusan Pembelian. Harga berpengaruh siginifikan terhadap Keputusan Pembelian dan Kualitas Produk berpengaruh positif siginifikan terhadap Keputusan Pembelian. Kata Kunci : Promosi, Harga, Kualitas Produk, Keputusan Pembelian, Yamaha NMax, Otomotif
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43117010151 |
| Uncontrolled Keywords: | Promosi, Harga, Kualitas Produk, Keputusan Pembelian, Yamaha NMax, Otomotif |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 17 Jul 2023 01:11 |
| Last Modified: | 17 Jul 2023 01:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79225 |
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